Lucky Thirteen: Trends For 2013
The New Year, 2013, approaches. And as everyone knows, the number 13 holds great symbolism. For the religious among us there were the 13 guests at the Last Supper and the 13 tribes of Israel. Scientists know the universe is governed by 13 fundamental constants of physics, and the relationship between the volume of the Earth and the sun is 1310. For shoppers there’s added value of 13 items comprising a “baker’s dozen.” Anthropologists study the 13 skies of the Aztecs.
But for marketers and brand managers who want to look beyond the horizon, we have identified 13 critical trends for 2013:
1. The expectation economy
Over the past decade, customer expectations have increased on average by 28%. But brands in all categories overall have kept up by only 8%, which anyone at the checkout counter can tell you is an awfully big gap between what brands ...